The availability of large venues means any reasonable combination of presentation media (slides, videos, packaging, product prototypes, and competitive products) can be evaluated during a single session. Large products are easily accommodated.
Respondents may be recruited from the ranks of consumers or the trade. Clients may elect to interact with respondents, present products, or simply observe the action.
Accurate and projectable quantitative data are developed using precision nine-point scales of measurement. Fewer respondents are generally required to generate actionable and dependable information.
Respondents are fairly compensated for their thoughts and opinions. Thus the level of response is significantly higher than those for random consumer intercepts or online surveys. No detail is too small, and this often provides more in-depth insights into a respondent's reasoning processes.